Syndicated Television: The Daytime Leader
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1 Syndicated Television: The Daytime Leader
2 Is Growing +2.5% Syndication Day Network Day -5.1% while network day is declining Source: Nielsen W25-54 AA/GAA (000) October-March 2004/05 vs. 2003/04
3 The Majority Of Daytime Programming Mon-Friday ABC CBS NBC FOX WB UPN 9-10A 10-11A 11-12P SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION 12-12:30P* SYNDICATION SYNDICATION SYNDICATION SYNDICATION 12:30-1P SYNDICATION SYNDICATION SYNDICATION SYNDICATION SYNDICATION 1-3P SYNDICATION SYNDICATION SYNDICATION 3-4P SYNDICATION SYNDICATION SYNDICATION * 12-12:30P May vary by market for ABC, CBS, NBC & FOX.
4 Syndication Dominates Day M-F 9AM-4PM 67% 33% Network Day % hours of programming
5 A Ratings Leader Every Day # of Shows in Top 10 Women Network Day Monday Tuesday Wednesday Thursday Friday Source: Nielsen 9/27/04-3/27/05 AA/GAA (000) M-F 9A-4P excludes specials, sports and children's programming.
6 : Higher, Faster Reach Women GRPs/Week 45 4 Week Reach Network Day Source: IMS Nielsen Persons Cume Study
7 Dramatically Improves Reach 50% Syndication / Constant Dollars Reach 32% Increase in Reach Network Day Only Network Day + Day Syndication Network Day Source: IMS Telecume, Nielsen, CMR
8 While Minimizing Wearout 50% Syndication / Constant Dollars Frequency Heaviest Viewer % Less Frequency Network Day Only Network Day + Day Syndication Network Day Source: IMS Telecume, Nielsen, CMR
9 Attracts New Viewers Every Day Talk W M T W Th Fr Source: Nielsen Npower Report, Nov , W25-54
10 Daytime Viewers Are Valuable Consumers
11 They Spent $635B On Groceries In 2004 Reaching Frequent Shoppers More Often Than Viewers of Network Day Pathmark Piggly Wiggly Acme IGA Food Lion A&P Stop 'N Shop Wal*Mart Super Center Network Day Source: MRI Fall 04. Base= Wm. Index: Shopped 4+ times/ last 30 days. Progressive Grocer, 72 nd Annual Report of the Grocery Industry, April 2005.
12 They Spent $635B On Groceries In 2004 And Viewers of Network Prime Pathmark Piggly Wiggly Acme IGA Food Lion A&P Stop 'N Shop Wal*Mart Super Center Network Prime Source: MRI Fall 04. Base= Wm. Index: Shopped 4+ times/ last 30 days. Progressive Grocer, 72 nd Annual Report of the Grocery Industry, April 2005.
13 They Frequent Popular Restaurants More Likely Than Viewers of Network Day Family/ Steak QSRs Network Day Source: MRI Fall 04. Base=Women. Index: 9+ Times/30 Days Syndication vs 6 Network Prime.
14 They Frequent Popular Restaurants And Those of Network Prime QSRs Family/ Steak 6 Network Prime Source: MRI Fall 04. Base=Women. Index: 9+ Times/30 Days Syndication vs 6 Network Prime.
15 They re Shopping The Major Retailers More Likely Than Viewers of Network Daytime Old Navy Gap Sears, Roebuck & Co. K Mart Wal-Mart JCPenney time Network Daytime Source: MRI Fall Base = Women Index: Shopped 4+ times in the last 30 days
16 They re Shopping The Major Retailers And Those of Network Prime Old Navy Gap Sears, Roebuck & Co. K Mart Wal-Mart JCPenney time 6 Network Prime Source: MRI Fall Base = Women Index: Shopped 4+ times in the last 30 days
17 They Care About Their Appearance Higher Incidence Than Viewers of Network Day Temporary Rinse Semi- Permanent Color Bleach or Lightener Network Day Source: MRI Fall 04. Base=Women. Used in last 6 months.
18 They Care About Their Appearance And Viewers of Network Prime Temporary Rinse Semi-Permanent Color 6 Network Prime Bleach or Lightener Source: MRI Fall 04. Base=Women. Used in last 6 months.
19 They Watch What They Eat With A Higher Incidence Than Network Day Viewers, They Buy Food Labeled As Fat Free Sugar Free Low Sodium High Fiber Network Day Source: MRI Fall 04. Base=Women.
20 They Watch What They Eat With A Higher Incidence Than Network Prime Viewers, They Buy Food Labeled As Fat Free Sugar Free Low Sodium High Fiber 6 Net Prime Source: MRI Fall 04. Base=Women.
21 They re Aspirational More Than Network Day Achieving a higher social status Network Day Source: MRI Fall 04. Base=Women. (Lifematrix: Very Important)
22 They re Aspirational And more than Network Prime Achieving a higher social status 6 Network Prime Source: MRI Fall 04. Base=Women. (Lifematrix: Very Important)
23 Source: MRI Fall 04. Base=Women. Index: Intent to purchase/lease. They re Buying New Cars Greater Likelihood Than Network Day Door Car Minivan SUV Network Day
24 Source: MRI Fall 04. Base=Women. Index: Intent to purchase/lease. They re Buying New Cars And Comparable To Network Prime Door Car Minivan SUV 6 Network Prime
25 They Purchase The Latest Technology With a Greater Intent Than the Viewers of Network Day Flat Screen /Plasma Large Screen TV (43"-65") Portable DVD Player Home Theater Network Day Source: MRI Fall 04. Base=Women. Index: Intent to purchase.
26 They Purchase The Latest Technology And Viewers of Network Prime Flat Screen /Plasma Large Screen TV (43"-65") Portable DVD Player Home Theater System 6 Network Prime Source: MRI Fall 04. Base=Women. Index: Intent to purchase.
27 More clutter in a pod reduces the impact of every commercial Perianne Grignon VP, Media Services, Sears Co-Chair ANA TV Adv. Committee
28 Day Syndication - Lower Clutter # Non-Programming Minutes/Hour Network Day Network Day Source: Syndication: SNTA 04/05 Member Survey Network Day: MPG Television Clutter Analysis, Adviews ( )
29 Less Than 3 Minutes In Length % National Breaks Less Than 3 Minutes in Length 88% 90% Total Synd M-F Day Source: SNTA 04/05 Member Survey.
30 Short Commercial Pods Average Pod Length For National Breaks 2:25 National Exclusive Breaks 1:55 Source: SNTA 04/05 Member Survey.
31 : 80%+ In A and B % A and B Positions 81% 74% 88% Day Talk Day Court Day Other Source: SNTA 04/05 Member Survey. Percentages based on :30 unit basis.
32 Operationally In Tune 2 3 day commercial integration Sometimes even less Day and date availability No integration fee
33 Doing Business In Exciting New Ways
34 Integrated Communications Solutions
35 Award Winning Programming 16 Daytime Emmy Awards in 2005 More awards than any broadcast or cable network
36 America s Favorite TV Personalities Source: Harris Interactive 2004
37 Exciting New Programs Coming To Daytime
38 Syndicated Television 2005 Growth Higher Reach Low Clutter Environment Delivering Valuable Consumers Branded Entertainment 2-3 Day Commercial Integration Day/Date Scheduling No Integration Fee The Best Shows on TV
39 Syndicated Television: Get With The Program
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